Newcastle and Gateshead are reversing the 'brain drain' of graduates and professionals to the south-east.

Improved quality of life, affordable houses and the cultural buzz symbolised by projects like the Baltic art gallery and the Sage music centre are all key reasons why Newcastle and Gateshead are attracting people.

However the report warns that Newcastle and Gateshead could still fall into the trap of the ‘buzz to bland’ cycle. ‘Buzz to bland’ is the term used in the report to describe the cycle of urban regeneration in which creativity and character are lost in a rush of commercial developments.

Gentrification and Newcastle’s ‘party toon’ image, which attracts drunken stag parties, could still threaten the city’s soul. The report identifies some key factors which have contributed to the balanced development of Newcastle and Gateshead. They include:

• Collaboration between two traditional competing cities, with the councils agreeing on a cultural strategy which included the bid to become European city of culture;
• Developing existing assets in the cities, including the architectural heritage on the Tyne. The restoration of Grainger Town and the Quayside have been significant factors in attracting creative professionals;
• Focusing on cultural regeneration, while ensuring that projects were rooted in the city’s own culture and traditions.